SEO stands for ‘Search Engine Optimisation’, the keyword here being ‘optimisation’. Without wishing to employ the cliches that ought to be avoided in good blogging, SEO copywriting quite literally does ‘what it says on the tin’ – that is to ‘optimise’ a website’s searchability by improving its search ranking and relevance. Basically, it uses techniques that please search engines and that in turn increases a website’s appeal to search users. The result? An increased amount of traffic directed through the website’s door.
So… how is it done?
The key to good SEO copywriting is keyword research. Keywords refer to the words and phrases that people type into search engines in order to find what they’re looking for. SEO Copywriters want to find the relevant keywords and search queries that are searched for most often, as these topics will attract the most interest and online traffic. By incorporating these keywords into articles and other written site content, copywriters help to demonstrate the site’s value to search engines and – hopefully – encourage them to rank the site highly on their search results page.
The organisation of the article and website is also crucial; Linking to internal pages keeps the user on the site, whilst linking externally gives the article a sense of authority that pleases both search engine and user.
That’s how it’s done, but here’s why it’s worth doing in the first place:
It’s Customer- Specific
Based on keyword research, SEO content is targeting an existing customer base who are looking specifically for the information you are providing. Rather than reaching out to everyone through paid adverts whether they might be interested or not, you can make yourself visible to customers who you know are already seeking your information. This brings us to the next benefit of SEO Copywriting…
For one thing, by exchanging paid advertisements for blogs you’re already making a saving. Secondly, you don’t need to pay for ads to include in an SEO blog. Search engine rankings are based solely upon algorithms which can be catered to by using the techniques we have already described. Whilst you might need to make an initial investment to get set up with SEO, a successful SEO webpage will continue to attract traffic without any further spending required.
Nobody is convinced by a needy advert, least of all customers who are looking for a business or brand they can rely upon. SEO blogs offer a more authentic engagement with customers and one which doesn’t beg for their custom. An SEO blog is a very subtle form of advertising. If written well a blog is organic and conversational which gives the customer confidence in your business. This of course generates more custom for the business which really is the main priority of SEO Copywriting, and this leads us on to our final point.
It’s A Hook For Web Browsers
From conducting keyword research I already know that search users are going to be interested in the topic I have written about. What holds the reader’s attention is the length and quality of the blog itself. SEO blogs are long enough to pique the reader’s interest, without being too long that the reader gets bored and leaves the page (as this blog has hopefully demonstrated if you’ve made it this far). By linking to other pages, the reader is then more likely to explore the rest of the site and look at what the business has to offer.
At Fuel Communications, we like to practice what we preach which is why we offer an SEO Copywriting service of our own. If you’re not too bored with hearing about SEO yet, feel free to get in touch with us to find out more or check out our News & Insights page for more riveting articles.